january 31, 2011 presented to: mike edison scott buehler alexis milam toby ryan
DESCRIPTION
January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan. Blue Hen. Delaware’s Only Premium Organic Winery!. Winery. Kennett Pike Greenville, DE. The Problem. - PowerPoint PPT PresentationTRANSCRIPT
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January 31, 2011Presented To: Mike Edison
Scott BuehlerAlexis Milam
Toby Ryan
Delaware’s Only Premium
Organic Winery!
WineryKennett Pike
Greenville, DE
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The Problem
Northern Delaware lacks a premium winery and wine enthusiasts have had to settle for second best! No other nearby winery produces organic wine.
• 2 wineries in Southern Delaware
• Nearby Brandywine Valley Wine Trail featuring 8 wineries
• Southern NJ wine trails
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Nassau Valley Vineyards
Brandywine Valley Wine Trail
Cumberland County Wine
Trail
Cape May Wine Trail
Blue Hen Winery
Chesapeake Wine Trail
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The Solution
• BHW will be the only local producer of organic wine with a focus on sustainable packaging
• The opening of BHW will also enhance Delaware’s tourism in New Castle County.
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The TechnologyOrganic and Sustainable
• All organically grown grapes – no pesticides/toxins Message to consumers that we support agricultural
communities that refuse to pollute soil and water supplies.
Wine enthusiasts believe organic wine varieties are more flavorful because they're made from grapes raised on healthier soil.
• ECO Series™ bottles used for all of our wines.
Made with greater than 50% recycled material, which reduces consumption of energy for manufacturing and CO2 emissions by 21% when compared to a “classic” wine bottle.
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Progress to date
• Recipes vetted• Initial investment commitment• Brand trademark, website• Management team in place• Supply chain established• Proposed location identified• Building requirements and equipment
identified
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Market Growth
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Chester (PA); 29.20%
Delaware (PA); 21.62%Salem (NJ); 1.32%Gloucester (NJ);
9.40%
Cumberland (NJ); 2.25%
Cecil (MD); 2.26%
Kent (MD); 0.55%
Harford (MD); 9.37%
New Castle (DE); 20.40%
Kent (DE); 3.62%
Based on education, home ownership, age, and median household incomeSource: US Census
Target Regional Market
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CustomersTarget Wine Consumers
Greenville area: educated, married, and established in their career
87% are homeowners Adults aged 35 – 65 (account for 74% of wine
consumers) Women
Local Retailers and Restaurants Promote to “farm to table” restaurants
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Sales & Marketing StrategyDirect Sales • Extensive tasting room
Consumers sample wines Sales• No middleman – Charge retail prices for wine
Additional Sales Channels• Distributors: Estimated @ 10% Sales
NKS Distributors, Inc - retail and wine outlets Vintage Imports, Inc - restaurants
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Sales & Marketing StrategySales Promotions• On-site events
Consumers sample wines Sales• Local food and wine festivals = PR• Local memberships
Advertising• Limited Print – locally focused
DE Today• Online Ads
DE Today (restaurant issue), Delaware News Journal
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Partners
Delaware Tourism Office
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CompetitionIndirect Competition• Substitute beverages: beer, spirits, & non-alcoholic beverages• Renowned wines of Sonoma Valley, France, Italy, etc• Small wineries outside local radius
Direct Local Competitors • Chaddsford Winery• Paradox Winery• Kreutz Creek• Penns Woods• Patone
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Competition MatrixParadocx Penns
WoodsChadds
FordKreutz Creek Patone Blue
Hen
Price HIGH HIGH MID MID LOW MID
Selection 24 17 15 12 10 9
Quality of Wine 6 7 8 5 5 6
Events 6 4 8 4 2 7
Tasting Room Experience 5 6 8 7 5 7
Organic/Sustainable
●●● ● ●●●● ● ●●●● ● ●
●●●
●●● ● ● ●
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Management Team Toby Ryan – Wine Maker Extraordinaire
BE in Agricultural Engineering from UD (1996) , MBA from UD (2011) 12 years experience as Engineer with DuPont 5 years experience with wine making from home Entrepreneurial experience: manages family wine-making business.
Scott Buehler– Business Manager (GM/Cellar Manager) BE in Chemical Engineering UD(1992), MBA from UD (2011) 10 years experience in manufacturing as Chemical Engineer with DuPont 8 years small business management experience Amateur winemaker and regular volunteer at local wineries
Alexis Milam – Sales Marketing & Tasting Room/Special Events Manager Certified Sommelier: Advanced Sommelier Certificate from The Court of
Master Sommeliers (2002) Hospitality Management Degree from UD (2000) & MBA (2011) 5 years as Sales/Special Event Manager at Renault Winery
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Revenue Model
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Financial Projections Year 0 1 2 3 4 5 6
Initial Investment $586,000
Sales $0.00 $312,169.33 $438,947.09 $670,054.68 $813,887.71 $993,594.70 $1,236,739.94
COGS $146,820.00 $184,060.00 $307,285.30 $345,633.60 $428,964.95 $493,340.06 $539,054.32
Net Income ($186,820.00) $42,528.30 $23,124.37 $119,582.49 $145,735.83 $207,040.21 $319,375.75
ROA 0% 7.90% 3.73% 16.21% 17.21% 22.28% 32.38%
ROCE 0% 7.23% 3.92% 20.09% 23.94% 31.63% 43.02%
ROI 0% 0.51% 1.10% 2.85% 6.94% 24.65% 49.43%
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Financial Projections
0 1 2 3 4 5 60.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
55.00%
Return on Investment
0 1 2 3 4 5 6
($600,000)
($500,000)
($400,000)
($300,000)
($200,000)
($100,000)
$0
$100,000
$200,000
$300,000
Break Even Point
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MilestonesWhat’s Important Next?
Renovate winery
building
Bring onMike Edison
as partnerBuy
equipment & product inputs
Secure licenses &
permits
Begin wine production
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Funding RequirementsCommitted Funding: $150K
• $50k agreed buy in from 3 partners
Requested Funding: $436K• Seeking Mike Edison’s
partnership • 5 acres of land and existing
building
Use of Funds: $586 K Total• Capital Investments: Barn Restoration & Equipment: $400K• COGS (Year 0): $96K
• Including permits and insurance• Salaries (Year 0): $75K• Marketing: $15K
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Summary• Management team experienced in wine making, bottling,
and with extensive operations and marketing backgrounds
• Blue Hen Winery will generate profits by year 1
• Strong growing trends towards local and organic products
• Large and growing market – healthy market share predictions
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Kennett PikeGreenville, DE
Blue HenWinery
Winery
For more information please contact:[email protected]